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As sales people, it is our job to understand each customer and his or her business.
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My father has been in sales for as long as I can remember. I recall the many short phrases he used that seemed insignificant to me at the time. These phrases are simple and don't always have obvious meanings. They seem to resurface when working with my customers. They take on new meanings and reinvent themselves as situations change. One phrase he used recently.
Remove the Crutches
A simple meaning, yet complex
My father was discussing a large opportunity. He is a small fish in a big pond and he is up against stiff competition. Landing this account would provide a big boost to his business. What has he done to help him get the order? Removed the crutches. What does that mean? He said that he has removed any valid reason for this prospect not to do business with him. He said, "If I get beat on this one, I got beat fair and square. The other person was better today than I was." I asked for an example of removing the crutches and he said that he volunteered to provide a letter of good credit. He wanted to make sure his prospect felt secure in doing business with him.
The idea seems simple, right? It can get complex and this is a part of what makes selling such a great profession. Each customer brings to the table his or her own set of crutches and reasons why he or she will or will not do business with certain companies or individuals. Unfortunately they do not give us a laminated card listing the different reasons. As sales people, it is our job to understand each customer and his or her business, uncover the different crutches, demonstrate our capabilities, and, in essence, remove the crutches. One thing that acts as a foundation for doing this is People Styles. If you keep track of the different crutches over the years, you will begin to see similarities in the different styles. Do you think Achievers take the time to call a list of references? Perhaps, or they may be checking to see if you have them. Analyticals or Amiables most likely request references for a sense of comfort. Do you think Animateds ask for references? They might. They might also lose them or forget to call! Armed with this information you can proactively remove the crutches before they become an issue or even an objection. This will help shorten the sales process and close business.
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